Research Presentation February 2020 Research Purpose

How well (or not) do Country PD’s know their audience? Research Methodology

Two Studies: 1 – Country Listeners 2 – Country PD’s …with the same questions Research Methodology

Listeners Program Directors

• N = 800 Respondents • N = 152 Program Directors

• 18-54-year-old Men and Women • Survey invitation emailed to all Country PD’s • 100% Country radio listeners (on-air or online) • 100% Online study

• 60% Women, 40% Men (by demo) • Survey Length: 10 minutes • Interviewing dates: Nov 27 – Dec 5, 2019 • National probability study

• 100% RANDOM responses from opt-in, compensated online sources

• Survey length: 15 minutes • Interviewing dates: Nov 27 – Dec 5, 2019 Listener Profile 100% of Respondents are COUNTRY RADIO listeners Defining Country Radio Listeners

“Think of COUNTRY MUSIC artists like Blake Shelton, Carrie Underwood, Kenny Chesney, Kacey Musgraves, and Dan and Shay, Do you currently listen to an FM radio station – on-air or online - for COUNTRY MUSIC for 30 minutes or more in an average WEEK, or not?” Country Radio Listenership

One you listen Don't Know One you listen to RARELY 1% to 3% SOMETIMES, but not OFTEN 15% 81% Favorite/Often

Your FAVORITE station 41% One you listen to OFTEN, but NOT your Favorite 40% Listener Age

18-24 45-54 19% 27%

25-34 35-44 30% 24% Listener Sex

Male 40% Female 60% Listener Region

Northeast West 17% 25%

Midwest South 20% 38% Program Director Profile PD Market Rank

Doesn't Apply 11%

1 - 10 50% Top 100 9% 32% Top 50 11 - 25 12%

26 - 50 101+ 11% 40% 51 - 100 17% Radio Definition When you think about “the radio,” which of the following do you mean? Radio Definition – PD’s / Listeners

An AM or FM station on a regular radio or car radio An AM or FM station streaming online

A podcast Anything you might hear on the TuneIn, iHeartRadio, or Radio.com apps PDs SiriusXM Listeners Spotify, Pandora, Apple Music, or Amazon Music Any kind of music you can get on your mobile device, computer, or smart… Spotify, Pandora, Apple Music, Don't Know Amazon Music – that’s “Radio” too!

0 20 40 60 80 100 Radio Definition – Sex/Age

Sex Age

Women Men 18-24 25-34 35-44 45-54 ------

N= 480 319 155 232 195 217 An AM or FM station on a regular radio or car radio 84 86 82 85 87 85 An AM or FM station streaming online 31 47 30 46 41 30 A podcast 8 23 13 16 18 7 Anything you might hear on the TuneIn, iHeartRadio, or Radio.com apps 21 32 25 28 28 21 SiriusXM 25 32 23 33 29 23 Spotify, Pandora, Apple Music, or Amazon Music 40 40 52 48 40 24 Any kind of music you can get on your mobile device, computer, or smart speaker 18 14 15 19 16 15 Don't Know 2 0 1 1 2 1 Platforms and Devices We Looked At Platforms…

• A radio station on a regular radio or car radio • Pandora • Spotify • A radio station online or on a radio app like TuneIn, Radio.com, or iHeartRadio • Amazon Music • SiriusXM • Apple Music • Podcasts • CD's Platform Usage – Often Do you OFTEN, SOMETIMES, or ALMOST NEVER listen to… Often Use Platform – PD’s / Listeners

A radio station on a regular radio or car…

Pandora

Spotify

A radio station online or on a radio app… PDs Amazon Music

SiriusXM Listeners

Apple Music Usage very diverse – much more Podcasts than PD’s expected CD's

0 20 40 60 80 100 Often Use Platform – Sex/Age

Sex Age

Women Men 18-24 25-34 35-44 45-54 ------

N= 480 319 155 232 195 217 A radio station on a regular radio or car radio 73 68 64 72 74 72 Pandora 34 39 38 47 34 24 Spotify 33 36 48 40 30 21 A radio station online or on a radio app like TuneIn, Radio.com, or iHeartRadio 27 35 25 34 36 24 Amazon Music 19 31 17 30 31 16 SiriusXM 18 29 16 29 26 17 Apple Music 19 27 35 25 25 9 Podcasts 17 27 18 28 23 15 CD's 17 22 12 22 20 20

PD’s need to know the platforms listeners use We Looked At Devices…

• A regular radio or car radio • A smartphone • A Laptop or Desktop Computer • A Smart Speaker • A satellite radio • A Tablet Device Usage – Often Do you OFTEN, SOMETIMES, or ALMOST NEVER listen to audio entertainment or information on… Often Use Device – PD’s / Listeners

A regular radio or car radio

A smartphone

A Laptop or Desktop Computer PDs

A Smart Speaker Listeners

A satellite radio Smartphone use almost EQUAL To ”Regular Radio” A Tablet

0 20 40 60 80 100 Often Use Device – Sex/Age

Sex Age

Women Men 18-24 25-34 35-44 45-54 ------

N= 480 319 155 232 195 217 A regular radio or car radio 71 67 67 68 73 70 A smartphone 63 64 73 73 67 43 A Laptop or Desktop Computer 31 35 45 37 33 20 A Smart Speaker 30 36 30 38 36 26 A satellite radio 21 34 24 32 27 20 A Tablet 22 25 26 30 24 13

Increasingly, a Smartphone IS the “Radio” Importance of Radio – Trends Compared to THREE years ago, would you say that radio is today a MORE important part of your life, a LESS important part, or neither more nor less important than it was then? Importance of Radio – Trends – PD’s / Listeners

PDs

Less

Exactly the Same More Listeners

Radio MORE Important – but it depends on what you mean0 by “Radio”20 – 40 60 80 100 More Music, More Platforms, More Access Time with Radio – Trends When you think about your listening to radio in general, how do you think the amount of TIME you spend listening to radio overall has changed? Compared to THREE years ago, do you now listen to A LOT MORE, A LITTLE MORE, A LOT LESS, A LITTLE LESS, or EXACTLY THE SAME AMOUNT OF RADIO? Time with Radio – Trends – PD’s / Listeners

PDs

Less

Exactly the Same More Listeners

MORE Time with “Radio” – More Music, More0 Platforms,20 More Access40 60 80 100 How Spending LOST Radio Time (If Listening LESS to Radio) You say you’re listening to LESS radio today than you have in the past. How are you spending the time now that you USED TO SPEND WITH RADIO? Are you spending it by doing MORE… How Spending LOST Radio Time – PD’s / Listeners

Streaming video (YouTube, Netflix, Amazon…

Streaming or playing music on Pandora,…

Watching something on TV

Playing video games

Keeping up with Social Media PDs Streaming or playing music on the TuneIn,… Listeners Listening to Podcasts

SiriusXM Radio time lost to NON-AUDIO Other platforms, too – TV/Video Games Don't Know

0 10 20 30 40 50 60 70 80 90 Why Choose Radio over Digital Service Providers? (If Listen to Both Radio and Digital Service Provider) Sometimes you may listen to the radio and sometimes you’ll choose a digital audio provider like Spotify or Pandora. When you listen to the RADIO, why do you choose it over a digital audio provider in that moment? Listen to BOTH Radio and DSP’s – Listeners

“A radio station, Don't on-air or online” Listen to Both “A digital audio 27% provider, like Pandora, Spotify, Listen to Apple Music, Both Amazon Music, 73% etc. “ Why Choose Radio Over DSP’s – PD’s / Listeners

#1: Convenient / Easy / Free – 0 10 20 30 40 50 60 70 80 90 NOT Habit, DJ’s, Shows, News, Community, Contests Why Choose DSP’s over Radio? (If Listen to Both Radio and Digital Service Provider) Now when you listen to a digital audio provider like Spotify or Pandora, why do you choose that over RADIO in that moment? Why Choose DSP’s over Radio – PD’s / Listeners

It's more convenient and easy in the PLACE I want to listen It's free It's part of my habit it's what I go to first It gives me what I want without fiddling with choices and settings I am looking for specific songs or artists I want to discover brand new songs and artists I'm looking for news, traffic, sports, or weather headlines It's more convenient and easy on the DEVICE I want to use for listening PDs I am looking for specific playlists I am looking for specific DJ's, hosts, or shows I want to know what's going on in my community Listeners I want to hear my favorite songs without a lot of songs I don't know There's something there I can't find anywhere else I can easily skip any songs I don't like I don't want to wait for my favorite song, I want it right away I want to play a game or contest to try to win prizes Don't Know #1: Convenient/Easy; Also Specific Songs/Artists/Playlists0 10 20 30 – 40 50 60 70 80 PD’s underestimate Convenience/Easy Country Radio Needs Which of the following best describe why you listen to a Country Music Radio Station? Using a scale from "1" (NOT IMPORTANT REASON TO LISTEN) to "5" (VERY IMPORTANT REASON TO LISTEN), why do you listen? Country Radio Needs – PD’s / Listeners – I

For my FAVORITE SONGS

To FEEL GOOD

For my FAVORITE ARTISTS

For a WIDE VARIETY of Country Music, not just the older classics and not just the new songs

To feel more POSITIVE and UPLIFTED PDs

For a LOT OF MUSIC without INTERRUPTIONS Listeners For BRAND NEW SONGS

For the Older, Classic Country Music

For BRAND NEW ARTISTS

For something the WHOLE FAMILY can listen to

0 10 20 30 40 50 60 70 80 90 They Want MORE MUSIC and MORE VARIETY – More New Songs, New Artists, Older Songs, too Country Radio Needs – PD’s / Listeners – II

To be up to date with NEWS, WEATHER, and TRAFFIC

To feel some COMPANIONSHIP when I'm in the car

For Personalities who KNOW THE MUSIC

To be in touch with THINGS GOING ON AROUND TOWN

To hear my FAVORITE ARTISTS talk about their songs PDs For an ENTERTAINING MORNING SHOW

For ENTERTAINING PERSONALITIES outside the Morning Show Listeners

To feel CONNECTED with others who listen to Country Music

Because they're in my LOCAL community

To be up to date on CONCERTS around town

To participate in a CONTEST

0 10 20 30 40 50 60 70 80 90

Let my Favorite Artists talk about their songs; Companionship, Being Local, Entertaining Morning Show less important than PD’s think Country Radio Balance Think about the music mix on your favorite local Country music station. We’ll use a rating scale where a “1” means you’d like your favorite local Country station TO PLAY LESS of this music, and a “5” means you’d like them to PLAY MORE of it. You can also use any number in between,

Would you like your local Country music station to play MORE or LESS… Country Radio Balance – PD’s / Listeners

Your FAVORITE Songs from Established Country Artists

Country Songs from TODAY and the Past Couple Years

Country Songs from the 90's

Brand NEW Country Songs from Established Country Artists

Country Songs from 2000 to 2010 PDs

Brand NEW Country Songs from Brand NEW Artists Listeners Country songs from artists like Thomas Rhett, Maren Morris, Sam Hunt, and Kelsea Ballerini

Brand NEW Country Songs

Country songs featuring collaborations by artists like Dan & Shay w/Justin Bieber, FGL w/Bebe Rexha, Kane Brown w/Diplo

Country Songs from the mid 2010's

-40 -20 0 20 40 60 80 <- Want LESS Want MORE -> Want MORE Cross-Format Collaborations, not LESS Gender Balance Preference When it comes to the mix of songs from male and female artists on your favorite country station, which of these statements best describes your opinion? Gender Balance Preference – PD’s / Listeners

I prefer a mix that includes more songs by Male artists

I prefer a mix that includes more songs by Female artists

I prefer a mix with a good balance PDs of songs by Male and Female artists Listeners I don't care what the mix is between Male and Female artists

Don't Know

0 10 20 30 40 50 Yes, Listeners Want a “Good Balance”/”I Don’t Care” Would Listen MORE to Country Station if… Would you listen MORE or LESS to your Favorite Country music station, or would it make NO DIFFERENCE if it… Would Listen MORE – PD’s / Listeners

Played more of my Favorite music, new or old

Got to my favorite songs FASTER

Was possible for me to SKIP any songs I don't like

Played the songs without talking Had FEWER commercial breaks, even if each break was longer PDs Had SHORTER commercials, even if it meant more frequent commercial breaks Listeners Played more brand new music Had more entertaining on-air personalities with a great sense of humor Played fewer songs I haven't HEARD BEFORE Had more opportunities to hear my FAVORITE ARTISTS talk about their music

Want MORE “Favorite Music,” ”Favorite Songs0 Faster”,10 20 “Skip30 40 the50 ones60 70I don’t80 like”…90 More “Songs w/o Talking,” “New Music” NOT “More Entertaining Personalities” Amount of Commercials on Country Radio Compared to three years ago, is your Favorite Country Music Station today playing MORE, LESS, or EXACTLY THE SAME AMOUNT of Commercials? Commercial Amount – PD’s / Listeners

PDs A LOT Less SOMEWHAT Less SAME amount SOMEWHAT More A LOT More Listeners Don't Know

…Yes, More, but not as bad as PD’s think

0 10 20 30 40 50 60 70 80 90 100 Your View of Commercials on Country Radio And when a commercial comes on your favorite Country Music Station, do you usually consider it USEFUL INFORMATION, an IRRITATION, or BOTH? Your View of Commercials – PD’s / Listeners

PDs Useful Information

Irritation

Both

Listeners Don't Know

0 10 20 30 40 50 60 70 80 90 100

Listeners say: More Irritating AND MORE USEFUL than PD’s think Listen CLOSER if Personalities Talk About… Music and personalities are both parts of your Favorite Country Music Station. Overall, would you say you LISTEN CLOSER, TUNE AWAY, or PAY NO ATTENTION when you hear the personalities on your Favorite Country Music Station talk about… Listen CLOSER if Personalities Talk About – PD’s / Listeners

Emergency weather information

Weather updates

Funny things that make you laugh or smile

Traffic reports

The music and artists on the station PDs News headlines Listeners Stories you can relate to in your own life

Things to do around town

Local Concert information

Things you can win from the station

0 10 20 30 40 50 60 70 80 90 100 Weather/Emergency info, Funny things, Traffic, Music/Artists, News Headlines What Listeners Pay Attention to When They Pick their Favorite New Country Artists

There are a lot of new Country Music artists out there today. Which of the following things do you most pay attention to when you pick your favorite new Country artists? What Pay Attention to – PD’s / Listeners

Their connection to fans on social media They have at least one song you love Someone you know told you about them PDs They look great

They seem like really nice, down-to- Listeners earth people

They have a great style

Don't Know PD’s nailed it: At least one song they love, Connection to Social Media, Down-to-Earth 0 10 20 30 40 50 60 70 80 90 100 Where do you go to Keep Up on your Fav New Country Artists

Which of the following places do you go to keep up on what’s new with your favorite Country Music Artists? Where do you go to Keep Up – PD’s / Listeners

Instagram

Facebook

YouTube

Twitter PDs Snapchat Listeners Websites

Other

Don't Know

0 10 20 30 40 50 60 70 80 90 YouTube & Facebook #1; Instagram way ahead of Twitter and Websites; PD’s think Twitter/Websites are more important than they are Where do you go to Keep Up – Sex/Age

Sex Age

Women Men 18-24 25-34 35-44 45-54 ------

N= 480 319 155 232 195 217 Instagram 43 48 64 52 43 26 Facebook 60 57 47 63 68 54 YouTube 58 73 75 69 63 53 Twitter 18 38 27 29 33 16 Snapchat 21 23 38 24 18 10 Websites 18 28 14 19 29 22 Other 2 1 0 0 1 6 Don't Know 9 8 4 3 10 16 How do you Connect with Your Fav Country Music Station Which of the following ways have you personally used to connect with your favorite Country Music Radio Station, if any? How do You Connect – PD’s / Listeners

Instagram

Facebook

YouTube

Twitter PDs Snapchat Listeners Websites

Other

Don't Know

0 10 20 30 40 50 60 70 80 90 100 PD’s overstate the importance of Websites and Twitter and understate the importance of YouTube; Facebook and Instagram are also key To Do... Smartphones

FINDING TO DO “Radio”

FINDING TO DO “Convenient and Easy”

FINDING TO DO Radio's Competition

FINDING TO DO The Platforms Country Fans Prefer

FINDING TO DO Personalities

FINDING TO DO “Local”

FINDING TO DO What Music Fans Want...

FINDING TO DO Pop Country and Cross-Format Collaborations

FINDING TO DO Twitter and Websites

FINDING TO DO Research Presentation February 2020